Visual Identity Guidelines

Latest update: September 10, 2013


Logo ↓ 
Colours ↓
Typography ↓
Graphics and photography ↓
Examples ↓


Presentation examples: Light template | Dark template 


CloudFabriQ's logo consists of the symbol "CFQ" and the wordmark "CLOUDFABRIQ". The logo exists in two formats: wide and compact. Their use is decided based on application (requirements, physical constraints). Additionally the logo symbol can be used separately of the wordmark (but never vice-versa).

How the symbol was formed

The logo symbol was inspired by the capital letters (C, F and Q) in the name CloudFabriQ. The letters C and Q are beautiful round letters that can be drawn based on perfect circles. The beauty of the letter F lies in its simplicity. When well-crafted they look great – eloquent and geometrically simple. And simplicity has practical value. Hence there's no symbolism (eg clouds) and the logo symbol is crafted out of the pure letterforms – the initials CFQ. It’s simple and visually strong. It’s modern, yet of ageless quality.

The right and left side of the logo are mirror images of each other, therefore the tail of the letter Q does not protrude outside of the circle. The symbol is based on three circles. It also reminds of the mathematical symbol for infinity:

Do not alter the logo in any way!

Do not use the wordmark withou the symbol, do not reposition elements, do not change their proportions, do not add text or change the typeface.


The primary colour of CloudFabriQ is violet. It's supplemented by bright bluish-green (secondary colour), lime green, black and white. These are the main colours used in CloudFabriQ's branding. Use of other colours is not prohibited, but their use is restricted to secondary design elements. The logo can only be coloured violet, black or white.

Using colours with the logo

Prohibited use examples

Do not use any other colour than violet, black or white for colouring the logo. Make sure the result is legible. No gradients, no effects (shadows, glows, reflections).

Protected area


Use SuperGrotesk for headlines and leads, Helvetica Neue for body copy. The latter can be substituted with Arial, if Helvetica is not available.

Note: SuperGrotesk has both – text figures and lining figures. Preferrably use text figures.

Graphics & Photography

"Connecting the dots" – inspired by the concept of a massive network of independent parts, all related and reacting to each other through connections, all using a set of simple rules, yet forming a superstructure that's more than the sum of its parts. Simple, yet complex. Parametric.

Conceptually it has a lot to do with what CloudFabriQ's product VMaestro does: collects a vast amount of data and makes sense of it, adjusting and readjusting everything automatically at a very fast pace.

CloudFabriQ's graphics are very simple: they consist of plain lines and dots:

These kind of graphics are used to enrich the visual language of CloudFabriQ. They can be used either separately or together with photos. They can also be dynamic (moving, eg when used in a video).

When used together with photos, the graphics add a second layer of meaning to the photos. Combined with suitable headlines, it opens a completely new dimension for communication. (More about that in the next section).


Here are some examples showing the use of the elements described above. Please note that these images serve only the purpose of being examples, therefore the information used is not accurate.

Overview of the style:


Advertisements, posters and photographic style:

Business cards (1-colour print):


Using the logo in physical space:

Logo and graphics as part of interior design: